Journal article
Developing successful new financial services for businesses
Abstract
Although industrial services comprise an increasingly important sector of the economy, research has largely ignored product innovation in services, resulting in speculation about the keys to new service product success. A popular view is that because services differ from physical products, the factors that determine success are therefore also unique. Our research, which focused on 106 new industrial financial services, showed that new service …
Authors
de Brentani U; Cooper RG
Journal
Industrial Marketing Management, Vol. 21, No. 3, pp. 231–241
Publisher
Elsevier
Publication Date
August 1992
DOI
10.1016/0019-8501(92)90020-t
ISSN
0019-8501